Impact of consumer education and knowledge on purchase intentions within services industry: a study of symbiotic analysis in Mexico Online publication date: Mon, 06-Jan-2020
by Rajagopal; Ananya Rajagopal
International Journal of Services and Operations Management (IJSOM), Vol. 35, No. 1, 2020
Abstract: This study is carried out in Mexico with an objective to analyse empirically the role of education in a transforming services marketing strategies of the firms. The study is carried on in Mexico through pragmatic investigation among the consumers subscribing to the communication and entertainment services. The analysis of primary data is developed around the theory of action that demonstrates the skills and confidence of individuals or groups towards making decision in acquiring or hiring services to improve their quality of life. The results of the study reveal that knowledge acquired on the services and value perceived by the consumers play key role in determining the intentions to purchases services. This study meticulously rows several arguments on how consumers with high level of education scrutinise the benefits offered by the firms marketing their communication and entertainment services and build their value propositions on the services bought or contracted.
Online publication date: Mon, 06-Jan-2020
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Services and Operations Management (IJSOM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org